British soft drink brand Lucozade Sport has announced its entrance into esports by joining forces with English non-league football club Hashtag United.
The deal will see Lucozade Sport become the front-of-shirt sponsor for the club’s in-game kit in FIFA 21.
This is not the first time that Lucozade Sport has collaborated with the club. In 2020, the drinks brand was named Hashtag United’s hydration partner, with Lucozade Sport sponsoring all of the club’s real-world football teams. The brand’s logo appearing within FIFA 21 is due to a partnership extension between the two parties.